You'll recall, after Jose Cuervo and Diageo parted ways last year, Proximo Spirits took on the task of returning the largest tequila brand in the world to growth. The first big step Proximo took was to introduce a cinnamon flavored line extension for the brand called Jose Cuervo Cinge (see WSD 10-07-2013 ). The launch was supported by a $10 million media spend and WSD has learned the extension has formed a partnership with Vermont Hard Cider's Woodchuck brand, the number 2 best-selling cider in the US.